Craft Markets - the Ups and Downs

I have been attending and selling at craft markets for the best part of 8 years now. This journey began when I first decided to showcase my handmade jewellery at a small local christmas event, and a hobby quickly evolved into a small business. Craft markets have provided me with a vibrant platform to connect with customers and fellow artisans alike, allowing me to share my creations with a diverse audience and network with other small business owners. I've met some of the most interesting people at these markets; people that otherwise I'd have never crossed paths with.

Returning to the market scene after taking a break to raise my kiddies has been a smooth transition for me; theres been a welcoming familiarity to it all. The flexibility of these markets has allowed me to manage my time effectively, balancing my responsibilities as a mum while also re-pursuing my passion for making and designing jewellery. It has been incredibly fulfilling to re-enter this space, where not only can I call something my own again but also engage in meaningful conversations with customers who appreciate the craftsmanship and stories behind each item. That adult conversation after a week spent with two toddlers is liberating!

However, despite my years of experience, I have come to realise that the length of time I have spent in this field does not automatically translate to increased sales or greater success at each market I attend. Each event presents its own unique challenges and opportunities. Factors such as location, the weather, and even the time of year can significantly influence foot traffic and customer interest. Additionally, the competition has grown over the years, with more artisans and crafters entering the market, each bringing their own unique styles and products.

I find that some markets yield fantastic results, where my jewellery resonates with the audience, leading to a flurry of sales and positive feedback. Most recently I was riding the high of exhibiting at The Taste of East Anglia, by far my most successful market to date. I'd worked hard on my display and set up and was so proud of what I'd produced and how it went. Other times, despite meticulous preparation and a hopeful outlook, I'll leave a market feeling disheartened, with fewer sales than anticipated, much like my most recent market. Despite researching and picking this event due to the high footfall and what I assumed would be the perfect customer based on the event being a sailing regatta, the day turned out to be a bit of a flop. This variability can be disconcerting, as it often feels unpredictable and can lead to self-doubt regarding my work and business.

Comparing the two is helping me understand and learn from the unpredictable nature of craft markets and perhaps make a little check list of things I want a craft market to provide me with before attending. Whilst the two promised high foot fall, my location at each market was polar opposite. At the first I had an outdoor Gazebo pitch right at the entrance- near enough every person who came HAD to walk past my stall, I made my first sale 2 minutes after the gates opened! The second I had an indoor pitch right round the back, basically out of view of most of the people who attended the event which was largely outside, if people didn't directly go hunting for other stalls, myself and the others inside where completely missed, in contrast it took me over 2 hours to make my first sale (which I don't want to beat my own drum, but is very unusual)!

My full set up at Taste of East Anglia

Whilst being inside may seem like a benefit to some, I personally way prefer being outside. The atmosphere outside just seems so much nicer; its more casual, more relaxed, less forced. Theres nothing worse as a customer then walking into a empty silent hall and having every vendor turn to look hopefully at you. Thats not to say every indoor event though is a complete flop, but generally they do seem to be quieter. Indoors you are also restricted on space, usually a 6ft table max. which at the start of Smoke & Ash was plenty big enough. Now, however, everything starts to get a bit cramped and on top of each other and I have to pick pieces not to display. Outdoors I have a 3x3m space to play with!

Weather... This may be one of the biggest and most annoying factors. It seems like you can never win. Too wet- people wont come out. Too Sunny- People are out, but usually doing something else like sunbathing on a beach or enjoying a drink in a beer garden nearby, and not necessarily attending the local craft fair whether its indoors or outdoors. Even if your paying to be at a large event thats ticketed, if the days a complete wash out those ticket holders are highly likely to change their plans and opt for something indoors. I remember one market, just before Christmas, so in theory a winner, however it poured and poured the entire day. Despite being out on a very busy high-street, shoppers weren't interested in stopping for a browse, it was so bad you had to laugh otherwise you'd cry.

However, some wins cannot be based just on sales. Sometimes its just about exposure, and who you meet. Some smaller quieter markets have given me the chance and time to speak in depth to each person who comes to my stall. This is turn may not lead to a sale on the day but a relationship that in the future could bring in a sale for say bridesmaids gifts, or wedding rings. Recently I was able to chat to the accessories manager of a large department store, not someone I'd have ever met otherwise, and had the market been busier maybe I wouldn't have had the chance to really speak to her.

Through navigating these ups and downs, I've gained important insights into resilience and adaptability. Every market experience offers new lessons, whether it's about customer preferences, effective merchandising strategies, or the significance of networking with fellow stall holders. I continually work to improve my approach, trying out various display techniques and promotional strategies to draw more customers, and increasing stock of the most loved pieces.

Ultimately, while my journey in the craft market scene has been filled with both triumphs and challenges, it remains a vital part of my identity as an artist and small business owner. I am committed to continuing this path, embracing the learning process, adapting my approach to selecting markets and celebrating each small victory along the way. The connections I make and the joy of sharing my creations with others are truly what motivate me to keep returning to these markets, regardless of the fluctuating sales figures; As without this outlet, my job would be a very quiet and lonely space.